Mobile terminal "Traffic flow" road is difficult

Absrtact: At the beginning of June, Baidu Alliance summit, Li said: Mobile terminal advertising value will decline, because the mobile phone screen is much smaller than the PC, people use mobile terminals fragmented, so that their advertising space is much smaller. This has sparked many emerging mobile internet entrepreneurs

At the beginning of June, Baidu Alliance summit, Li said: "Mobile terminal advertising value will decline, because the mobile phone screen is much smaller than the PC, people use mobile terminals fragmented, so that their advertising space is much smaller." ”

This has sparked the opinion of many entrepreneurs in the emerging mobile internet sector. "There is less advertising on the mobile terminals, but the advertising value is not necessarily reduced." "The CEO of the app developer, Liu Chunwo, believes that more and more people have more and more smartphones. Edersch CEO Zhaohui told reporters that, from the global experience, mobile advertising as a representative of advertising will be a rapid development.

Small-scale high run

Dcci General Manager Yanping pointed out: "Baidu in mobile search accounted for about 40%, lower than the PC 30%." Although the current Baidu new search traffic is mostly from mobile internet, but the form of mobile search, access and PC are very different. This difference, Baidu is difficult to adapt and solve. At present, it only solves a part of the problem of Occupy mobile interconnection market in mobile interconnection. ”

Advertisers each year to put the advertising budget within a certain range, and any "screen" appearance will bring about the extrusion effect. With the rapid growth of mobile terminal shipments, advertisers will naturally share the ads on the mobile terminal.

"Mobile Internet time in the entire Internet time accounted for 10%, but mobile advertising accounted for the entire network advertising ratio of 0.5% to 1%." According to the network advertising more than 50 billion scale conversion, the current mobile phone advertising market scale is 250 million to 500 million yuan. Zhaohui told reporters that the value of mobile phone advertising has not erupted.

Globally, the current mobile advertising is small, but the growth rate is a hundredfold of online advertising. Gartner and Kleiner Research data show that 2011 Global Mobile advertising Market size of up to 3.3 billion U.S. dollars, an increase of 230%, but network advertising revenue of 73 billion U.S. dollars, mobile advertising market size of 20 times, but the growth rate of only 14%.

The key to becoming present

While the outlook is promising, many app developers are still on their way to "cash flow".

A developer of a reading app complained to reporters that its app had thousands of active users a day, but didn't show much advertising, and app traffic grew much faster than advertising.

Such a "flow of liquidity" problem, for the Reading class, tool-type app application can not be avoided. App Dream Factory operations director Shenliang told reporters, Reading class, tool-type application developers more suitable advertising mode, because Chinese users generally will not pay to download, it is difficult like game applications to use props charges, user fees and other means.

Edersch Vice President Wei Hongrui introduced, the current mobile advertising is divided into 3 categories: One is ready to enter the Internet of mobile Internet enterprises, such as Jingdong, Taobao, Sina Weibo and so on; the second is the public comments and other segments of the advertisers; third, to get venture capital, want to specialize in mobile interconnection business. "But they don't have a lot of ads on the mobile platform, and big advertisers like cars are smaller, though they start experimenting." "Wei Hongrui said.

Shenliang told reporters that the mobile internet is currently a single ad bit low valuations. This is because the value of mobile internet advertising has not been recognized by advertisers. Developers should not worry about the flow of traffic, should be more focus on the product. ”

Wei Hongrui that one app can achieve 10,000 ads a day. 10,000 shows are ads that are displayed 10,000 times by app. In general, each ad display time is 15-30 seconds. The app needs to be open for 44 to 84 hours a day for all users.

Among them, the app download volume and the user stickiness becomes "10,000 times show" two key factors. If the download volume is large, then the probability of reaching "10,000 shows" is also large. If the app is sticky, hundreds of users can also help app reach "10,000 shows."

In addition, Eric analyst Shen Yu that "the effectiveness of the monitoring system is not perfect" also hindered the development of mobile advertising.

"Standardization" industry chain

One app developer, who declined to be named, told reporters that developers did not know the basis for advertising, so the proportion of the split was often not counted.

The same as the Network Alliance, mobile advertising platform also exists in the number of deduction, CTR, and other phenomena. "Sometimes the smaller the display, the less the invalid clicks on the ad platform statistics, but the larger the display, the more invalid clicks." ”

This means that the mobile advertising platform has done "hands and feet". At present, China's mobile advertising platform for the scale of 20 or so, in addition to a large number of small mobile advertising platform, they are often mixed, take the amount of deduction, divided into the basis of vague ways to make money. This approach, like the Network Alliance on the PC, is likely to harm the mobile advertising industry chain.

A weather app developer told reporters that at present the entire mobile advertising platform is relatively low, the highest proportion is only 5:5, the developer divided into more than half, basically rare.

"Developers ' requirements for advertising platforms are not just proportional, but they want a faster settlement cycle and a better overall income." From the final results, we hope to have long-term and stable cooperation. Shi told reporters, developers of the speed of capital flow requirements high and fast. At present, for switching costs, each app developer typically only accesses an ad platform.

Relative to the PC advertising, mobile terminals on the less advertising, "standardization" easier to achieve. Shen Yu says balancing advertisers and developers ' interests is at the heart of the mobile advertising platform. In the billing mode, Unit price adjustment, anti-malicious click, as well as front-end interface optimization, backend technology interface, mobile advertising platform needs to be standardized.

"Mobile advertising platform to absorb the lessons of the Network Alliance, so that the entire industrial chain more transparent, so that the industrial chain can be long-lasting." Zhaohui told reporters that Edersch's launch of the aggregation platform may be a solution.

Ed's aggregation platform is similar to an aggregation platform in the app field, bringing together a host of advertisers, mobile ad platforms, and developers. At present, Admob, Madhouse, Mobisage, Anwar, and so on 9 mobile advertising platforms have been connected.